Google Analytics Drops First-Click, Linear, and Time-Decay Attribution Models
It’s Google’s world; you just live in it. In case you need reminding, Google Analytics will be removing first-click, linear, time-decay and position-based attribution models from its attribution reports. AI-based, data-driven attribution is Google’s preferred option, and they’ve decided that’s now your preference too. Don’t be bothered that Google controls the algorithms which measure its own performance.